We Made Our Restaurant Kosher - And We're Not Apologizing For It

A new trend is gaining momentum in cafes and restaurants across the country: A significant increase is observed in the number of restaurants changing their identity to become kosher. The main motivation for this move, according to many restaurateurs, is primarily economic. However, most also acknowledge the undeniable fact that businesses closed on Shabbat, allowing employees a day of rest, function better throughout the week.

The reactions to this trend are mostly positive, excluding a minority of consumers who feel threatened by the replacement of cheese products in their hamburgers with plant-based alternatives.

There are numerous examples of this trend if you will: In Science Park in Rehovot, a branch of the 'Wolfnights' burger chain recently became kosher. Founded in Tel Aviv's Lilienblum Street in 2008, Wolfnights expanded to two more branches, one in Tel Aviv and another in Rehovot, none were initially kosher.

However, about two and a half months ago, Erez Berg, the owner of the chain, realized the financial loss was too great and decided to make the Rehovot branch the first kosher branch. "Besides Wolfnights, Rehovot has BBB, Black, Hamburger, and Burgers, all quality burger restaurants, yet none are kosher," he explained in an interview with Yedioth Ahronot. "This is despite Rehovot having a significant religious community, a religious mayor, and many traditional residents who care about kashrut."

"Additionally, Science Park is no longer the nightclub and bar hub it used to be, and our branch still operated as if party-goers were coming for late-night burgers. Once I understood that there were fewer of these customers and that my audience consisted solely of employees who eat lunch at Science Park, I decided to make the branch kosher and thus attract religious and traditional families."

"Moreover, I believe that a business that operates non-stop has stressed energy, whereas allowing employees to rest on Friday and Shabbat creates a more relaxed and calm atmosphere, even towards customers."

"Every Non-Kosher Dish Has a Tasty Substitute That Rivals the Original"

The move, accompanied by consumer protests, was reflected in negative social media responses accusing the chain of succumbing to 'religious coercion'. "You've lost another customer, all because of religious coercion," one user declared. "You're on the way to bankruptcy, are we in Bnei Brak?" wrote another, while a third stated, "From today, we won't set foot here anymore. There are plenty of other unsullied alternatives."

Nonetheless, Berg remained unfazed. "It hurt to read the reactions to our Facebook post announcing we were closing for a few days to become kosher. People took it in the direction of baseless hatred, which I don’t understand. Our burgers will continue to be delicious, even if they are kosher, and there are lamb bacon and plant-based cheeses; every non-kosher dish has a tasty alternative that rivals the original... I'm entirely secular, but I did the simple math and discovered there are more religious people in Rehovot than the customers I’ll lose on weekends, that’s all."

But 'Wolfnights' is not alone. Even the 'BBB' burger chain - which has maintained a decidedly non-kosher identity - is also undergoing a revolution. So far, two out of its 27 branches have turned kosher, and recently, its first kosher branch was inaugurated in Kiryat Gat, even reaching the highest kashrut certification. Subsequently, another kosher branch is expected to open in Hillel Street in Jerusalem.

The 'Burgers' chain, on the other hand, has long been kosher across its 55 branches. In 2017, it even experienced a revenue growth of about 20%. The move is explained by the chain's CEO, Ahava Turjeman, as a simple response to demand: "Many people are becoming more religious and strengthening their faith, and this is what they want."

(Photo: PR)

In Kfar Saba, the benefits of such a change are also understood, with the local branch of "Bleeker Bakery" becoming kosher about two weeks ago. According to Asaf Cohen, the network's owner, the added value of the decision clearly reflects growth in the dining segment, which now includes the observant community in its various forms. Furthermore, there is also an increase in demand for private events from religious individuals, with four requests to close the venue for private religious events already received since becoming kosher. Thus, even the decision to close the cafe on Shabbat is now visibly beneficial to the business.

"One reason for the decision was the difficulty in finding employees to work weekend shifts," Cohen explains. "It's not for religious reasons, but because they want to rest, and during the weekend, more staff is needed. Bleeker Bakery has another branch in Kfar Saba that was always kosher, and we saw the religious crowd flock there in droves, so we decided to make the change. Before doing so, we asked our customers, and they said they'd be happy to have a kosher branch nearby."

Cohen also shares that while some customers were initially unhappy with the decision, they eventually understood that they are not losing out. "Some customers did say it was a shame we made this move because there aren't many places open in the heart of Kfar Saba, but quantitatively, there are more customers satisfied with this move than those who aren't, and that's what's important."

"If a Place Is Kosher - Its Products Are Cleaner and Healthier"

"In peripheral cities, for example, there is a phenomenon of businesses that have a kashrut certificate but decide to upgrade it to the highest standard to attract more customers," explains Ziv Reshef-Shamchoni, a food business consultant familiar with the trend and advising many business owners in becoming kosher. "This is less relevant to Tel Aviv and the Dan region. Additionally, because there is no national standard for food product quality, it leads to a strange situation where the Rabbinate is the only body providing a standard, leading many to assume that a kosher place automatically has cleaner and healthier products... This is another reason for making restaurants or cafes kosher."

Even the 'Greg' network realizes how significant the kosher revolution is for their business. 70% of their 120 branches are kosher, half of which are certified as the highest standard. Recently, branches in the Tel Aviv Port, Cinema City in Rishon LeZion, and Rosh Pina were upgraded to the highest kosher standard.

The 'Biga' network, owned by the same owners as 'Greg', is also kosher in all its 25 branches, except for two, located in Holon and Carmiel. "Just as we have vegan menus and extensive gluten-free options, we adapt to our ultra-Orthodox clientele and open top-standard kosher branches for them," explains the network's Marketing VP, Millie Dror-Akshelomo. In Rosh Pina, for example, there is a significant ultra-Orthodox and religious community coming from Safed and Kiryat Shmona, so the transition to the highest standard was necessary, and since then, sales have indeed increased. In the Tel Aviv Port, there is a large religious and ultra-Orthodox population that frequents the area and wants to eat but has limited kosher options. Since the branch there became kosher, its sales have increased. This process is related to the fact that in recent years the ultra-Orthodox sector has become more open to coffee shops as a leisure activity. Greg adapts to its customers' needs."